MARKETING STRATEGIES AND THE GAP BETWEEN THEORY AND PRACTICE?/ESTRATEGIAS DE MARKETING: TEORIA A PRATICA OU TEORIA APATICA?

• Published in: Caderno Profissional de Marketing Vol. 9; no. 3; p. 88
• Main Authors: Quezado, Izabelle, Avila, Ana Paula Holanda Lima, Tassigny, Monica Mota
• Format: Journal Article
• Language: Portuguese
• Published: Universidade Metodista de Piracicaba 01-05-2021
• Subjects: Brasil
• ISSN: 2317-6466; 2317-6466

Formulating strategies based on marketing literature is crucial for the differentiation and success of organizations. Market vulnerability, however, affects the convergence between theory and application of marketing strategies, as there are interferences in the real market environment that can create a gap between what the literature indicates as effective actions and what effectively can be brought into practice. The aim of this study is to identify the reasons for the possible divergence between the theoretical precepts of formulating and implementing marketing strategies and the effective market practice of professionals in the field. Therefore, a qualitative research was developed, through in-depth interviews with marketing managers from a semi-structured script. With the help of the Atlas Ti software, version 7.2, the interviews were subjected to content analysis, as directed by Bardin (2011), based on theoretical categories of the exploratory model for the formulation and implementation of marketing strategies by Toaldo and Luce (2006), developed in the Brazilian context. The results provide evidence that the theory is apathetic. The essential actions for the success of marketing strategies, indicated in the literature, were little observed in the organizational activities of the interviewed managers. In addition to what the Toaldo and Luce (2006) model predicted, another gap between theory and practice emerged from the empirical data: the absence of market research.